PROPOSED MARKETING STRATEGY FOR BEVERAGE BRAND (CASE STUDY: SMILKE)
Smilke is a beverage brand that focus on fresh milk products released on March 2019. The concept of Smilke wants to build Milk shop that provide some facilities to the customers with main menu is Milk. It was inspired by some milk shop business in Yogyakarta. It is an opportunity which is no player...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/41562 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Smilke is a beverage brand that focus on fresh milk products released on March 2019. The concept of Smilke wants to build Milk shop that provide some facilities to the customers with main menu is Milk. It was inspired by some milk shop business in Yogyakarta. It is an opportunity which is no player yet in this sector Bandung.
As a starting-up for business that just began in several months Smilke doesn't have a strong brand yet. Brand awareness is needed for the development of this beverage business. With this high brand awareness, it is expected to encourage more buyers and expand the market. In accordance with the goal of initially wanting to concept the Smilke brand to be like a cafe or still in the form of an outlet with a system of taking away with many branches, this brand awareness is very much needed. Therefore, a marketing strategy is needed to increase Brand Awareness in order to increase sales, expand markets and compete with other beverage competitors.
Quantitative methodology used in order to gather information regarding business environment of Smilke. Internal analysis tools used are resource analysis, value chain analysis and STP to identify Smilkes strengths and weaknesses. External analysis tools used are Porter’s Five Force, competitor and customer analysis to identify opportunities and threats that facing by Smilke. Based on the result analysis, the solution is Smilke should do benchmarking and develop some attributes including 7P in marketing mix.
Marketing strategies that can be implemented by Smilke in 2 years, which are finding mixologist to create product differentiation and add new variants, designing eye catching packaging, expanding more branch, campaign of drinking milk, endorsement and more promotion. These strategies purpose is for achieving Smilke increase sales and brand awareness.
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